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This article was published on March 25, 2016

Report: Snapchat users spend roughly 30 minutes daily in-app

Report: Snapchat users spend roughly 30 minutes daily in-app
Lauren Hockenson
Story by

Lauren Hockenson

Reporter

Lauren is a reporter for The Next Web, based in San Francisco. She covers the key players that make the tech ecosystem what it is right now. Lauren is a reporter for The Next Web, based in San Francisco. She covers the key players that make the tech ecosystem what it is right now. She also has a folder full of dog GIFs and uses them liberally on Twitter at @lhockenson.

In an attempt to look good in front of advertisers, Snapchat is touting its ability to hypnotize its fervent teen base into consuming content. According to a report from Business Insider, citing a source familiar with the matter, Snapchat is now saying that its users spend between 25-30 minutes in the app per day.

This is quite a feat, considering Snapchat’s young audience: the company estimates it reaches 41 percent of all Americans between the ages of 18-34 — those dang millennials. Additionally, it’s eager to sell Snapchat as an interactive experience rather than just a passive audience viewing content creators, as 60% of everyday users are also snapping themselves.

With the use of these numbers, Snapchat wholly compares itself to the TV industry — an interesting move, since TV ad dollars are still king.

Snapchat hasn’t done much in the way of advertising, but it has tried to solidify monetization within its Snapchat Discover platform. These efforts have worked to an arguably mixed degree. According to a survey conducted by Variety, polling 1,117 people between the ages of 13-24, only 23 percent of respondents said they look at Discover or Live Stories daily. Similarly, just 10 percent of respondents said their favorite thing was the batch of daily Discover stories.

Snapchat has the young folks’ attention, but how it advertises around that attention is the next big hurdle.

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